After failing with two alliances (Star TV and Asianet) and struggling to forge a third (for Siticable for the past year), Zee Telefilms chairman Subhash Chandra announced to a well-packed press conference in Mumbai that his company had decided to induct a strategic partner, preferably an international media major. Nothing more was revealed despite several attempts by the journos to put forth probing questions.

He said that the company had taken a decision to invite proposals from leading international investment/merchant bankers to secure this partnership.

"The need is driven by market trends - it‘s driven by the fact partnerships that provide access to capital and technology with access to the global market for programming and syndication can accelerate the process enhancing value creation by enlarging the scope of operating markets and consumers," said Chandra.

Zee Telefilms Corporate head and CEO R.K. Singh added that the company would be open to an alliance with even Sony and Star, if the offer was right. "There are no friends or foes in business. As long as we can enhance shareholder value, we would be open to the strategic partnership."

Chandra added that 60 per cent of ZTL‘s equity was with the promoters, 19 per cent with Indian financial institutions, 7 per cent with Indian financial institutions, 4 per cent with Star TV and the rest with individuals. "We would be looking for management skills in the partner," said Chandra.

Will the markets react similarly? Or will they buy into Chandra‘s current announcement? Watch this space.

As part of continuing efforts to expand its viewership base in the critical 8 pm to 11 pm evening band, CNBC India today announced the launch of Storyboard - aimed at the advertising community.
The first episode of Storyboard airs tomorrow at 8 pm with a repeat telecast at 11 pm. The episode will be screened again on Sunday at 11:30 am and 8 pm.

Haresh Chawla, CEO CNBC India, says: "There was a felt need to spice up our programming in the evening. So, we introduced the evening Executive Suite band for senior and middle management executives with a slew of new shows. Storyboard is the latest in the line-up and there are more such interesting shows in the pipeline."

According to Chawla, Storyboard?s primary focus is to explore what goes on in the advertising world - the latest campaigns, advertising pitches, wins and losses, analyse strategies, delve into issues that concern and influence consumers.

With the launch of Storyboard, the number of India-centric programmes on the channel goes up to 21.

Chawla said at present CNBC India had 10 hours of India-centric programmes on air which would go up to an optimum of 10-and-a-half-hours, not more.

Continuing a re-branding exercise that kicked off in February, Star has integrated its corporate logo across all its channels from Sunday, 20 May. The new logo has ‘Just Imagine‘ as the company‘s catch line. "We had outgrown the earlier logo which had TV in it. The logo‘s key line ‘Just Imagine‘ signifies that we are more than just a television company. We are today a multimedia company into radio, Internet partnerships, cable partnerships and films," says Yash Khanna, Star‘s head of corporate communications.